British athletes including Adam Gemili and Mo Farah threaten BOA with legal action over sponsorship rules

Sprinter Adam Gemili described the restrictions imposed by Rule 40 as "ridiculous"
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Jamie Gardner15 November 2019

A group of leading British athletes including Sir Mo Farah, Katarina Johnson-Thompson and Laura Muir are listed as claimants on a legal letter sent to the British Olympic Association (BOA) criticising restrictions around their sponsorship rights.

The International Olympic Committee's Rule 40 sets out what athletes can and cannot do with regard to commercial ventures around Games time, with the intention of protecting the exclusivity of Olympic partners.

The IOC has softened its stance and the BOA reviewed its guidelines in October, but these limit athletes to one 'thank you' social post per sponsor during the 'Games period' - defined as July 14 to August 11, 2020 - provided it does not contain anything Olympics-related - Team GB kit, medals and so on.

The legal letter described the changes in the new guidance amounted to "no more than window dressing" and says they "do not add to the rights of athletes in any meaningful way". It goes on to say that Rule 40 places unlawful restrictions on the freedom of athletes to provide commercial services.

British sprinter Adam Gemili, who is also listed as a claimant and sits on the BOA's athletes' commission, described the restrictions imposed by Rule 40 as "ridiculous", "really unfair" and "unjust".

"Ninety nine per cent of athletes are working a full-time job and don't have the voice or the platform to speak out against the BOA or against Rule 40 because they're scared about what might happen against it," Gemili told BBC Sport.

"That's why I've felt it necessary to put my face on this and say yeah, things need to change and we're willing to take legal action to ensure these athletes are given the opportunities to get their own sponsorships because they don't earn any money apart from medalling at the Olympic Games.

"This is not about earning money, we're not out here for athletes to get paid for earning medals.

"We just want opportunities for athletes to be able to get their own sponsors leading up to an Olympics where they might not get this opportunity again."

A BOA spokesperson said: "The British Olympic Association (BOA) is an entirely independently funded organisation, which is not in receipt of public funding.

"The BOA's main purpose is to take athletes to the Olympic Games and Youth Olympic events across the world and has to raise its own funding to achieve this. As such, the BOA's funding model is different to many other National Olympic Committees, who receive direct government funding.

"Rule 40 is an IOC rule which we apply in our territory and is the protection that allows us to fund such activities for all athletes, regardless of their sport, status or personal sponsors.

"We acknowledge the statement made by a number of athletes today and will continue our ongoing dialogue with our Athletes' Commission and the wider athlete community in relation to this important matter.

"In the meantime we will continue to work hard to raise the vital funds needed to enable us to fulfil our ambitions for the team going to the Tokyo 2020 Olympic Games."

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